LG starts World Record campaign with India

MUMBAI: Consumer electronics manufacturer LG India has launched the first phase of its global ‘World Record Campaign‘ in India. The campaign aims to celebrate the brand‘s focus on product excellence and innovation since its inception 54 years back.

India is the first destination on the brand‘s global map where the campaign has been rolled out. It makes use of traditional advertising, marketing, public relations, employee communication and a full-fledged digital campaign. The LG Brand Shops are being used as platforms for traditional communications and in-shop placement of World Record point-of-sale signage which give product information to shoppers about LG brand and products.

The brand is also using the social media innovation route to better communicate the World Record characteristics of LG‘s hero models. It has invented the character of the World Record (WR) Man to play the brand ambassador and engage audiences on social network sites such as Facebook and Twitter.

The character will communicate LG‘s focus on technology and innovation in various product categories by highlighting LG technology that is either the world‘s first or the best. Interactive online sessions with WR Man will also play a part in the campaign.

LG India MD Soon Kwon said, "This campaign is an extension of our effort to highlight style, technology and design of our consumer electronics and appliance products. For instance, LG introduced the world‘s first and most advanced home entertainment technology in film-patterned retarder, or FPR, in our 3D TVs. LG refrigerators feature another proprietary technology, Health Guard™, to eliminate 99.99 percent of the bacteria found in other refrigerators. We have a strong product line-up built on the foundation of a half century of world-leading innovation and technology which many consumers don‘t know about. LG has a compelling and interesting story that we felt needed to be told."

LG India VP marketing Lakshmikant Gupta added, "With the World Record Campaign, we aim to drive loyalty and emphasize unique product features in our flagship products like the CINEMA SCREEN 3D TV and the new Door-in-Door Health Guard Refrigerator. It‘s no longer enough for companies to make and sell useful products," Mr. Gupta said. "Nowadays, it‘s important to be able to tell audiences what makes our company relevant and how we can improve consumers‘ lives. LG has a great story to tell that I think Indians will enjoy hearing."

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